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Superdry extends transactional iPads across its stores

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Superdry has installed fully transactional in-store iPads in all of its UK stores in a move intended to enable sales to take place when a product is not in stock in that branch.

The fashion brand, operated by SuperGroup , has extended a pilot run last year with cloud-based multichannel specialist One iota , and now sales assistants in 86 stores across the country use iPad minis equipped with Bluetooth Chip & Pin payments. They are trained to help shoppers buy items which may be out of stock, or are from the retailer’s extended range, for home delivery or collection at any of Superdry’s 86 UK stores.

Jon Wragg, ecommerce and marketing director at Superdry, said: “As part of our ongoing strategy we continue to drive multichannel innovation to meet the needs of our customers by providing them with world-class shopping experiences. We wanted to develop an in-store solution to meet customers’ demands for our full range of products, whilst fulfilling our objective of joining up both online and in-store. One iota have proved to be the ideal partner for us – developing and implementing a fantastic in-store iPad solution which fully integrates with our existing business systems. The solution is now live across all our UK stores and has been very well received by our customers.”

Damian Hanson, One iota chief executive, said: “Superdry is rapidly becoming an iconic global fashion brand and it’s fantastic to extend our working relationship. We’re delighted to be supporting them in their drive to increase sales in-store, with the introduction of our assisted selling solution which fully integrates with their existing business operations. 2014 saw a major trend of retailers and brands adopting in-store technology to bring online and digital shopping experiences into high street stores, and the ‘bricks and clicks’ trend is only going to grow in the year ahead.”

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